Draft - Copy of marketing project

A COMPARATIVE STUDY OF HINDUSTAN UNILEVER & GODREJ – SOAP SEGMENT IN INDIAN FMCG MARKET

CHAPTER 1

INTRODUCTION AND REVIEW OF LITERATURE

INTRODUCTION OF FMCG

Fast Moving Consumer Goods (FMCG) are products that are sold quickly at relatively

low cost Examples include non-durable goods such as soft drinks, toiletries, grocery items

etc. Though the absolute profit made on FMCG products is relatively small, they

generally sell in large quantities, so the cumulative profit on such products can be large.

SCOPE

The term FMCG refers to those retail goods that are generally replaced or fully used up

over a short period of days, weeks, or months, and within one year. This contrasts with

durable goods or major appliances such as kitchen appliances, which are generally

replaced over a period of several years.

FMCGs have a short shelf life, either as a result of high consumer demand or because the

product deteriorates rapidly. Some FMCGs – such as meat, fruits and vegetables, dairy

products and baked goods – are highly perishable. Other goods such as alcohol, toiletries,

pre-packaged foods, soft drinks and cleaning products have high turnover rates.

The following are the typical characteristics of FMCGs

From the consumers' perspective:

Frequent purchase

Low involvement (little or no effort to choose the item -- products with

strong brand loyalty are exceptions to this rule)

Low price

From the marketers' angle:

High volumes

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http://en.wikipedia.org/wiki/Toiletries


Low margins

Extensive distribution networks

High stock turnover

SECTOR PROFILE

The Indian FMCG sector is the fourth largest in the economy and has a market size of

US$13.1 billion. Well-established distribution networks, as well as intense competition

between the organized and unorganized segments are the characteristics of this sector.

FMCG in India has a strong and competitive MNC presence across the entire value chain.

It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from

US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian

population are the most promising market for FMCG, and give brand makers the

opportunity to convert them to branded products. Most of the product categories like

jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as

well as low penetration level, but the potential for growth is huge.

The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid

urbanization, increased literacy levels, and rising per capita income.

The big firms are growing bigger and small-time companies are catching up as well.

According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by

MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands,

and 27 of these are owned by Hindustan Lever.

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THE TOP 10 COMPANIES IN FMCG SECTOR

S. NO. Companies

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)

3. Nestlé India

4. Godrej

5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8. Britannia Industries

9. Procter & Gamble Hygiene and Health Care

10. Marico Industries

The companies mentioned above, are the leaders in their respective sectors. The personal

care category has the largest number of brands, inclusive of Lux, Lifebuoy, Fair and

Lovely, Vicks, and Ponds. There are 11 HLL brands in the 21, aggregating Rs. 3,799

crore or 54% of the personal care category. Cigarettes account for 17% of the top 100

FMCG sales, and just below the personal care category. ITC alone accounts for 60%

volume market share and 70% by value of all filter cigarettes in India.

The foods category in FMCG is gaining popularity with a swing of launches by HLL,

ITC, Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore.

Nestle and Amul slug it out in the powders segment. The food category has also seen

innovations like softies in ice creams, chapattis by HLL, ready to eat rice by HLL and

pizzas by both GCMMF and Godrej Pillsbury. This category seems to have faster

development than the stagnating personal care category. Amul, India's largest foods

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company, has a good presence in the food category with its ice-creams, curd, milk, butter,

cheese, and so on. Britannia also ranks in the top 100 FMCG brands, dominates the

biscuits category and has launched a series of products at various prices.

In the household care category (like mosquito repellents), Godrej and Reckitt are two

players. Good knight from Godrej, is worth above Rs 217 crore, followed by Reckitt's

Mortein at Rs 149 crore. In the shampoo category, HLL's Clinic and Sunsilk make it to

the top 100, although P&G's Head and Shoulders and Pantene are also trying hard to be

positioned on top. Clinic is nearly double the size of Sunsilk.

Dabur is among the top five FMCG companies in India and is a herbal specialist. With a

turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like

Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Asian Paints is enjoying a

formidable presence in the Indian sub-continent, Southeast Asia, Far East, Middle East,

South Pacific, Caribbean, Africa and Europe. Asian Paints is India's largest paint

company, with a turnover of Rs.22.6 billion (around USD 513 million). Forbes Global

magazine, USA, ranked Asian Paints among the 200 Best Small Companies in the World.

Cadbury India is the market leader in the chocolate confectionery market with a 70%

market share and is ranked number two in the total food drinks market. Its popular brands

include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion (USD 380

Million) Marico is a leading Indian group in consumer products and services in the

Global Beauty and Wellness space.

The main segments of this sector are personal care (oral care, hair care, soaps, cosmetics,

toiletries), household care (fabric wash and household cleaners), branded and packaged

food, beverages (health beverages, soft drinks, staples, cereals, dairy products, chocolates,

bakery products) and tobacco. The Indian FMCG sector is an important contributor to the

country's GDP. It is the fourth largest sector in the economy and is responsible for 5% of

the total factory employment in India. The industry also creates employment for 3 m

people in downstream activities, much of which is disbursed in small towns and rural

India. This industry has witnessed strong growth in the past decade. This has been due to

liberalization, urbanization, increase in the disposable incomes and altered lifestyle.

Furthermore, the boom has also been fuelled by the reduction in excise duties, de-

reservation from the small-scale sector and the concerted efforts of personal care

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companies to attract the burgeoning affluent segment in the middle-class through product

and packaging innovations.

The Indian FMCG sector is the fourth largest sector in the economy with a total market

size in excess of US$ 13.1 billion. The FMCG market is set to treble from US$ 11.6

billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita

consumption in most product categories like jams, toothpaste, skin care, hair wash etc in

India is low indicating the untapped market potential. Burgeoning Indian population,

particularly the middle class.

OUTLOOK

There is a huge growth potential for all the FMCG companies as the per capita

consumption of almost all products in the country is amongst the lowest in the world.

Again the demand or prospect could be increased further if these companies can change

the consumer's mindset and offer new generation products. Earlier, Indian consumers

were using non-branded apparel, but today, clothes of different brands are available and

the same consumers are willing to pay more for branded quality clothes. It's the quality,

promotion and innovation of products, which can drive many sectors.

Fast Facts: Indian FMCG Industry

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The Indian FMCG industry represents nearly 2.5% of the country’s GDP.

The industry has tripled in size in past 10 years and has grown at ~17%CAGR in the

last 5 years driven by rising income levels, increasing urbanisation, strong rural

demand and favourable demographic trends.

The sector accounted for 1.9% of the nation’s total FDI inflows in April 2000-

September 2012. Cumulative FDI inflows into India from April 2000 to April 2013 in

the food processing sector stood at `9,000.3 crore, accounting for 0.96% of overall

FDI inflows while the soaps, cosmetics and toiletries, accounting for 0.32% of overall

FDI at 3,115.5 crore.

Food products and personal care together make up two-third of the sector’s revenues.

Rural India accounts for more than 700 mn consumers or 70% of the Indian

population and accounts for 50% of the total FMCG market.

With changing lifestyle and increasing consumer demand, the Indian FMCG market

is expected to cross $80 bn by 2026 in towns with population of up to 10 lakh.

India's labour cost is amongst the lowest in the world, after China & Indonesia,

giving it a competitive advantage over other countries.

Unilever Plc's $5.4 billion bid for a 23% stake in Hindustan Unilever is the largest

Asia Pacific cross border inbound merger and acquisition (M&A) deal so far in FY’14

and is the fifth largest India Inbound M&A transaction on record till date.

Key Concerns for the sector:

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High inflation

Rising cost of inputs

Emergence of private labels

Counterfeits and pass-offs

Rupee depreciation may hit margins of companies

Infrastructure bottlenecks

Hindustan Unilever Ltd.

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COMPANY PROFILE

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods

Company with a heritage of over 75 years in India and touches the lives of two out of

three Indians.

HUL works to create a better future every day and helps people feel good, look good and

get more out of life with brands and services that are good for them and good for others.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos,

skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and

water purifiers, the Company is a part of the everyday life of millions of consumers

across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf

Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk,

Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit.

The Company has over 16,000 employees and has an annual turnover of around

Rs. 21,736 crores (financial year 2011 - 2012). HUL is a subsidiary of Unilever, one of

the world’s leading suppliers of fast moving consumer goods with strong local roots in

more than 100 countries across the globe with annual sales of about €46.5 billion in 2011.

Unilever has about 52% shareholding in HUL.

Vision & Mission

We work to create a better future everyday

We help people feel good, look good and get more out of life with brands and

services that are good for them and good for others.

We will inspire people to take small everyday actions than can add up to a big

difference for the world.

We will develop new ways of doing business that will allow us to double the size

of our company while reducing our environmental impact.

Soap Brands

DOVE

LIFEBUOY

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PEARS

HAMAM

LUX

REXONA

LIRIL

BREEZE

Soap Products

1. Since 1993, Indian women have relied on Dove for beautiful skin

Variants

Dove-Gentle Exfoliating Bar

Dove-Fresh Moisture

Dove-Crème Beauty

2. Lifebuoy has journeyed from humble beginnings of being a chunky red bar

of soap to an evolved range of general and specialized products across formats, offering

solutions in the health and hygiene space.

Key facts

World’s No. 1 Selling Germ Protection Soap

Distribution across 50 lakh + stores across the country

Variants

Lifebuoy Total 10 Lifebuoy Betel Leaf Lifebuoy Cool Fresh

Lifebuoy Mild Care Lifebuoy Vita Protect

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3. With the goodness of glycerine & natural oils, Pears is trusted for being gentle,

and is recommended by doctors and paediatricians worldwide.

Variants

Pears Pure & Gentle

Pears Germ shield

Pears Oil Clear

4. Launched in 1931 as a ‘mild, family soap’. Perhaps the only Indian-

made natural soap at the time, Hamam was embraced by mothers and doctors alike, for its

purity and safety on skin.

Key Facts

A 300 Crore Herbal soap brand

Market leader in TamilNadu

5. Lux is the world’s most iconic beauty bar & has a 90 year history of

glamour and pleasure.

Key facts

The largest selling soap brand in the world

The No.1 soap brand in India

A $ 1 billion brand present in many countries across the globe

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6. Launched as early as 1947, Rexona is a natural skin care soap that

gives you silky soft skin through the use of natural ingredients.

7.

.Key facts

One of the oldest soap brands in India

A brand that has been consistent in bringing alive freshness

A brand that has managed to create breakthrough advertising over the years

8.

Key facts

Launched in 1988 as a family beauty soap with the promise of a fresh feeling of

nature

Comes in 3 attractive variants French Rose, Divine Sandal, Lemon Splash

MARKETING STRATEGIES OF HUL LTD.

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Pan pyramid straggling portfolio

Pushing consumer for more usage

Competitive and compelling communication

Highlighting benefits

Increasing consumption in rural market

Stepping up front end execution

Betting on big stars for advertising

Bigger, better and faster innovations

Leveraging information technology & social media

Push Marketing :

Push marketing focuses on taking the product to the customer, and putting the product in

front of the customer at the point of purchase. This type of marketing strategy hopes to

minimize the amount of time between a customer discovering a product and buying that

product. To accomplish this, companies use aggressive and wide-reaching ads to make

the biggest and most immediate impact they can on customers.

Examples of Push Marketing

Trade show promotions

Direct selling to customers in showrooms

Negotiating with retailers to stock a product

Maintaining an efficient supply chain

Appealing looking packaging

Point of sale displays

Radio ads

TV ads

Email ads

Direct mail ads

Pay per click ads

Traditional marketing is often synonymous with push marketing. Classic marketing

strategies like primetime television advertisements, buy one get one free coupons, and

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direct mail catalogs are all examples of push marketing. This marketing strategy casts a

wide net in the hopes of grabbing as many potential customers as possible. It does not try

to build relationships with customers but focuses only on pushing products towards them.

Statements about value, quality, and innovativeness are emphasized to try and create

immediate customer demand.

The greatest advantage of push marketing is that it produces quick results and makes clear

statements to customers. It is less concerned with branding, and more concerned with

creating an instant demand for a new product.

The major disadvantage of push marketing is that it can be expensive and only produce

temporary effects. Since the goal is not to create long-term customer relationships, push

marketing strategies have to constantly make new pitches about the value of products. It

keeps the customer at a distance, meaning they must constantly be reengaged.

Rural market key to HUL’s growth, says Unilever CEO Paul Polman

On consumption growth in rural India: Rural growth in India has been stronger than urban

growth. Government programmes help in achieving that. We certainly see rural India as a

big medium-term opportunity. The investment we are making in building the rural

marketing and distribution infrastructure has been one of our biggest investments. What

we have achieved in the last couple of years is more than what we did in the previous 50.

The big job to be done in rural areas is not about building market share; it is to develop

the market. There are 650,000 villages and 750 million people living in India’s rural areas

and that is an enormous potential for growth. The population is twice that of Western

Europe. In Western Europe our business is $12 billion right now and if you just do a

calculation on the basis of population, the opportunity in rural India is worth $25 billion.

We are not close to this figure even as a total company yet (HUL ended 2012-13 with

Rs.25,810.21 crore in revenue). That means we can potentially grow our company 6-8

times.

Godrej Ltd.

COMPANY PROFILE

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Godrej Consumer Products Limited (GCPL) is an Indian consumer goods company

based in Mumbai, India. GCPL's products include soap, hair colourants, toiletries and

liquid detergents. Its brands include 'Cinthol', 'Godrej Fair Glow', 'Godrej No.1' and

'Godrej Shikakai' in soaps, 'Godrej Powder Hair Dye', 'Renew', 'ColourSoft' in hair

colourants and 'Ezee' liquid detergent. GCPL currently operates several manufacturing

facilities in India spread over seven locations and grouped into 4 Operating Clusters at

Malanpur (Madhya Pradesh), Guwahati (Assam), Baddi- Thana (Himachal Pradesh),

Baddi- Katha (Himachal Pradesh), Pondicherry, Chennai and Sikkim

The Consumer Products business was part of the erstwhile Godrej Soaps Limited (GSL)

and was demerged into Godrej Consumer Products Limited in April 2001, pursuant to a

scheme of demerger approved by the Honourable High Court of Judicature, Mumbai,

dated 14 March 2001.

GCPL operates in the domestic and international markets in the 'Personal and Household

Care' segment. Some of the categories are soaps, hair colourants, toiletries and liquid

detergents. Recently, it made an entry into fast-growing air freshner category by

launching a new fragrance product "aer" in the market

A dominant player in household and personal care products Godrej Consumer Products

Ltd (GCPL), established in 2001, is a leading player in the Indian FMCG market. The

company is engaged in manufacturing Household and Personal Care products. It operates

in the three primary segments - home care, hair products and soaps. Its main brands,

which include Good Knight, Hit, Jet, Cinthol, Godrej No. 1, Godrej Expert, Fair Glow

etc, are household names across the country. GCPL is one of the largest marketers of

toilet soaps in the country and is also a leader in household insecticides and hair colour.

The home insecticide business segment, in which GCPL enjoys around 37% market share

worth `35 bn in India, is growing at a rate of 20% annually due to low penetration in both

urban and rural areas. Its ‘Hit’ and ‘Good Knight’ brands gives a good competition to

Reckitt Benckiser's ‘Mortein’ and Johnson’s ‘All Out’, each of which currently hold

approximately 17% market share.

GCPL is very active in domestic hair colour market. The company enjoys 29% market

share

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compared to other premium-priced competitors. Within the low-priced category, Godrej

enjoys pricing power as it sells at a premium of 5%-10% to other regional powder

products and is a price setter in this category. The overall hair colour market also has low

penetration of approximately 50% across India and GCPL’s low price positioning has

driven trials and new customer conversions by helping consumers switch from homemade

remedies.

While concentrating on the Indian market, GCPL has aggressively expanded via

acquisitions

into other emerging markets across Asia, Africa, Latin America and Europe. Its key

international businesses include Rapidol, Kinky, Darling Group, Tura in the African

continent, Godrej Global Mideast FZE in UAE, Megasari Makmur Group in Indonesia,

Issue Group and Argencos in Argentina and Keyline Brands in UK.Soap Brands

1) Godrej No.1

Variants

Aloe vera and white lily

Sandal and turmeric

Coconut & neem

Lime & aloe vera

Lavender

Jasmine

Rose water and almonds

2) CINTHOL

Variants

Original

Confidence

Lime

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Cool

Strong

Deo

3) Fairglow

4) Shikakai

MARKETING STRATEGIES OF GODREJ LTD.

Online advertising

Social media marketing

Strategic tie ups with realestate developers, IPL, Sporting events

Outdoor advertising: Evens hosting, Banners at selective locations

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Cabvertising

Television & print Ads-conventional media

Collaborate with regional super stars to reach rural market.

SOCIAL MEDIA

Social media is not limited to the major players. Other sites specialize in social and

professional networking, blogs and microblogs, image and video sharing, business

localization or book-sharing sites and other means of communication. One of the

characteristics of such media is that information is exchanged in the form of text or audio

or video files.

OUTDOOR ADVERTISING

Outdoor advertising is the oldest form of advertising. The outdoor media includes outdoor

advertising in several forms- such as posters, billboards, hoardings, unipoles, translights

etc. These can be referred to as the traditional media options. Where as, the world of

outdoor advertising comprises of much more. There are non-standardized signs such as

roadside signs, highway advertising and innovative mediums like transit advertising, mall

advertising etc. that all come under outdoors' domain. Hence, evolving a more

encompassing form of advertising called Out-of-Home advertising (OOH).

Out-of-home advertising (also referred to as OOH) is essentially all type of advertising

that tries to reach the consumer while he is "outside of the home". Be it while traveling in

the metro to reach office or while taking a coffee break. OOH is ubiquitous; on or in bus,

taxi, railway station, airport, mall, retail store, road, club and scores of other touch points.

OOH is everywhere where you are. It is the medium that reaches active consumers where

they are most available to take notice i.e. out of their homes.

ONLINE ADVERTISING

Online advertising, also called online marketing or Internet advertising, is a form of

marketing and advertising which uses the Internet to deliver promotional marketing

messages to consumers. It includes email marketing, search engine marketing (SEM),

social media marketing, many types of display advertising (including web

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banner advertising), and mobile advertising. Like other advertising media, online

advertising frequently involves both a publisher, who integrates advertisements into its

online content, and an advertiser, who provides the advertisements to be displayed on the

publisher's content. Other potential participants included Advertising agencies who help

generate and place the ad copy, an ad server which technologically delivers the ad and

tracks statistics, and advertising affiliates who do independent promotional work for the

advertiser.

BENEFITS OF ONLINE ADVERTISING

Cost

The low costs of electronic communication reduce the cost of displaying online

advertisements compared to offline ads. Online advertising, and in particular social

media, provides a low-cost means for advertisers to engage with large established

communities. Advertising online offers better returns than in other media.

Measurability

Online advertisers can collect data on their ads' effectiveness, such as the size of the

potential audience or actual audience response, how a visitor reached their advertisement,

whether the advertisement resulted in a sale, and whether an ad actually loaded within a

visitor's view. This helps online advertisers improve their ad campaigns over time.

Formatting

Advertisers have a wide variety of ways of presenting their promotional messages,

including the ability to convey images, video, audio, and links. Unlike many offline ads,

online ads also can be interactive. For example, some ads let users input queries or let

users follow the advertiser on social media. Online ads can even incorporate games.

Targeting

Publishers can offer advertisers the ability to reach customizable and narrow market

segments for targeted advertising. Online advertising may use geo-targeting to display

relevant advertisements to the user's geography. Advertisers can customize each

individual ad to a particular user based on the user's previous preferences. Advertisers can

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also track whether a visitor has already seen a particular ad in order to reduce unwanted

repetitious exposures and provide adequate time gaps between exposures.

Coverage

Online advertising can reach nearly every global market, and online advertising

influences offline sales.

Speed

Once ad design is complete, online ads can be deployed immediately. The delivery of

online ads does not need to be linked to the publisher's publication schedule. Furthermore,

online advertisers can modify or replace ad copy more rapidly than their offline

counterparts.

RESEARCH OBJECTIVES

1. Comparative study of HUL & Godrej in respect of Price, Promotion and consumer

demands.

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2. To study the different marketing strategies adopted by HUL & Godrej to attract

maximum customers?

3. To identify various factors which lead to higher satisfaction of customers in Soap

segment?

4. To understand the impact of Age, Gender, Income and Price on the choice of

brand.

.

RESEARCH METHODOLOGY

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Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. The various steps

that are generally adopted by a researcher in studying research problem along with the

logic behind them. It is necessary for the researcher to know not only the research

methods/ techniques but also the methodology.

1.8.1 TYPE OF STUDY

Type of study done to complete the project is descriptive cum analytical study.

1. Descriptive research is used to describe characteristics of a population or

phenomenon being studied. It does not answer questions about how/when/why the

characteristics occurred.

2. Analytical study is a comparative study designed to reach casual inferences about

hypothesized relationship between risk factors and outcome. Analytical studies

identify and quantify associations, test hypothesis, identify causes and determine

whether an association exists between variables. Analytical Studies usually

compares two or more groups or sets of data.

RESEARCH DESIGN:

Research Design is based on analytical research, on the other hand, the Researcher has to

use facts or information already available, and analyze these to make a critical evaluation

of the material.

SOURCES OF THE DATA:

Primary Data:

Data Collection Tool: Questionnaire

DATA COLLECTION AND ANALYSIS:

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The data collected is analyzed by using MS-EXCEL. In the process of analysis chi-square

test is used.

SAMPLING PLAN:

Type of sampling :

Primary Data: Convenience Sampling

Convenience sampling is a non-probability sampling technique

where subjects are selected because of their convenient

accessibility and proximity to the researcher.

Sample size:

Primary Data: 102 Respondents to be presented with questionnaire

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LIMITATIONS OF THE PROJECT STUDY

Since the topic corporate social responsibility is one of the most discussed topics in the

modern day business, it has drawn attention from all the stakeholders including

consumers. Consumers are also building consciousness towards the same. Since the

present research has been conducted to study the topic impact of CSR on the consumer

preference though the research has been conducted quite rigorously but still like the rule

says every research has some limitations to which a researcher can not attend to due to the

inherent limitations in the research process. The present research suffers from following

limitations:

1. Small sample size: The sample size of the present research is 102 which is quite small

keeping in view the scope of the topic, it would have been prudential to involve the

beneficiaries of the scheme but due to constraints of time and finance it was subject to

confinement.

2. Composition of sample: The sample is composed of good number of educated people

who are quite conscious of the positive or negative measures of the companies. In

addition to that only of the minor students has found a place in sample which also

would have been quite useful in understanding the behavior of children towards the

scheme, because they are also the direct customers of the FMCG products.

3. Method of sampling: Convenience sampling though quite useful but suffers from

many limitations that limit the equal chance of every individual being selected in the

sample. Since the sampling frame is not known, and the sample is not chosen at

random, the inherent bias in convenience sampling arises that the sample is unlikely to

be representative of the population being studied. This undermines our ability to make

generalizations from the sample to the population we are studying.

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HYPOTHESIS

NULL HYPOTHESIS( H0):

There is no significant difference between the marketing strategies of HUL &

GODREJ.

ALTERNATIVE HYPOTHESIS(H1):

There is significant difference between the marketing strategies of HUL &

GODREJ..

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LITERATURE REVIEW

On the selected topic a number of project work has been carried out a few of which are

listed below:

(1) Marketing Project Report on HUL Soap - By Diamond tiwari dated 21 April 2014

CONCLUSION

India: A buoyant economy with huge opportunity .Big opportunity to grow Penetration &

Consumption. Market share gains - Key focus area; further strengthening our Competitive

position in strategic categories. Continued investments behind innovation / brands. Cost

pressures, particularly in Laundry expected to continue; to be Managed by cost

effectiveness programs and judicious price increase Building capability for long term

value creation - Top priority. New organization to leverage ‘One HLL’ and ‘One

Unilever’

(2) Project Report on “Product/Service design from customer requirement perspective in

FMCG Products of Hindustan Unilever Ltd.” -By Mr. VIPUL, dated 14 Feb. 2014.

CONCLUSION

In recent years, the FMCG sector declined due to down trading. Also because of presence

of large number of companies trying to seize this opportunity, this force the old HLL for

the change and thus, their transformation has resulted in a new HLL, which has

successfully faced this challenge and reversed this trend. It has done so by substantially

strengthening their brands and building capabilities. This has already begun to yield

benefit and they are returning to growth. Volume growth is followed by value growth,

which in turn is bringing profit growth. India is one of the most exciting markets offering

great potential. Over the next ten years, the per capita income in India is likely to double

in FMCG there is an opportunity to catalyze penetration, increase usage, and upgrade

consumer, as a result , the FMCG market is expected to grow to over Rs 100,000 crore

from its current base of Rs. 40,000 crore. the new HLL see an exciting opportunity for

growth they have over 345 powerful brands covering all segments, with leading market

position in most. Today these are stronger and more relevant to the consumer than ever

the scale of the business and operations has given them the required resources. they are

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providing high quality products and the changes they brought in the products are well

taken by the customers , by this they are generating a sustainable growth.

(3)Project on HUL -By Hemendra Sharma and Abhishek Kumar, dated 25 oct 2013.

CONCLUSION

Hindustan Unilever ltd. Is a leading FMCG company in India and from last three

consecutive years has shown accelerated growth in FMCG portfolio. Customers in India

are also spending more in FMCG as their standard of living is growing. HUL has placed

itself successfully in the position of market leader in FMCG products. Though there was

some downfall in sales and profit of the company in the beginning of this decade but after

that HUL has shown considerable rise in both sales and profit. The future of the company

is also looking bright as FMCG market in India is still expanding and so we can safely

conclude that HUL will be able to secure its number one position in FMCG product.

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CHAPTER 2

METHODOLOGY AND DATA COLLECTION

RESEARCH DESIGN:

A research design is the arrangement of conditions for collection and analysis of data in

manner that aims to combined relevance to the research to the research purpose with

economy in procedure.

A research design is the specification of methods and procedures for acquiring the needed

information. It is overall operational pattern or framework of the project that stipulates

what information is to be collected from which source by what procedure.

There are three types of objectives in a marketing research project:-

Exploratory Research.

Descriptive Research.

Casual Research.

1. Exploratory Research:-

The objective of exploratory research is to gather preliminary information that will

help define problems and suggest hypothesis.

2. Descriptive Research:-

The objective of descriptive research is to describe things, such as the market

potential for a product or the demographics and attitudes of consumers who buy the

product.

3. Casual Research:-

The objective of casual research is to test hypothesis about casual and effect

relationships.

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Based on the above definitions it can be established that this study is a Descriptive

Research as the attitudes of the customers who buy the products have been stated.

Through this study the various factors that may be responsible for the Consumer

perception of Dove and Pantene shampoos will be analyzed.


The study will be conducted among the consumers in Bangalore. This study will be

helpful to evaluate the preferences and attitude of the consumers in Bangalore toward

DOVE & PANTENE shampoo brands.

For the purpose of this study primary and secondary data was used.

PRIMARY DATA

Primary data has not been published yet and is more reliable, authentic and

objective. Primary data has not been changed or altered by human beings;

therefore its validity is greater than secondary data.

Primary data has been collected by the help of questionnaire, distributing among

the consumers group from youngsters to middle age people (google.Doc) whom

are living in Bangalore.

SECONDARY DATA

Data collected from a source that has already been published in any form is called

as secondary data.

Secondary data it is defined as the data collected earlier for a purpose other than

one currently being pursued.

It has been collected from

Different books,

Newspapers,

Journals,

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Research papers,

Websites etc.

RESEARCH MEASURING TOOLS & TECHNIQUES

SAMPLE PLAN

Sample is the fraction of the population; sampling is a technique or a method of selection

of samples. The respondents have been picked on the basis of convenience research.

Sampling population – Consumers in Bangalore

Sample unit: 10 to >40 age group

Sampling technique – Simple random sampling

Sample size - 102

Each of sample respondents was asked to judge how similar or dissimilar the

product categories are, using 1-5 point likert scale.

Statistical tool used- The analyzed data will be measured through appropriate

statistical tools.

After collecting those data from primary as well as secondary sources, those data have to

be analyze according to the brands and their respective field of study. Some statistical

tools been used to analyze the data which has been collected from the source.

After analyzing those data the study was concluded and required suggestions were

provided.

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Likert scale

A Likert scale is a psychometric scale commonly involved in research that

employs questionnaires. It is the most widely used approach to scaling responses in

survey research, such that the term is often used interchangeably with rating scale, or

more accurately the Likert-type scale, even though the two are not synonymous.

The scale is named after its inventor, psychologist Rensis Likert. Likert distinguished

between a scale proper, which emerges from collective responses to a set of items

(usually eight or more), and the format in which responses are scored along a range.

Technically speaking, a Likert scale refers only to the former. The difference between

these two concepts has to do with the distinction Likert made between the underlying

phenomenon being investigated and the means of capturing variation that points to the

underlying phenomenon. When responding to a Likert questionnaire item, respondents

specify their level of agreement or disagreement on a symmetric agree-disagree scale for

a series of statements. Thus, the range captures the intensity of their feelings for a given

item. A scale can be created as the simple sum of questionnaire responses over the full

range of the scale. In so doing, Likert scaling assumes that distances on each item are

equal. Importantly, "All items are assumed to be replications of each other or in other

words items are considered to be parallel instruments" . By contrast modern test

theory treats the difficulty of each item (the ICCs) as information to be incorporated in

scaling items.

It's important to distinguish between a Likert scale and a Likert item. The Likert scale is

the sum of responses on several Likert items. Because Likert items are often accompanied

by a visual Analog scale (e.g., a horizontal line, on which a subject indicates his or her

response by circling or checking tick-marks), the items are sometimes called scales

themselves. This is the source of much confusion.

A Likert item is simply a statement which the respondent is asked to evaluate according

to any kind of subjective or objective criteria; generally the level of agreement or

disagreement is measured. It is considered symmetric or "balanced" because there are

equal numbers of positive and negative positions. Often five ordered response levels are

used, although many psychometricians advocate using seven or nine levels; a recent

empirical study[7] found that items with five or seven levels may produce slightly higher

mean scores relative to the highest possible attainable score, compared to those produced

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http://en.wikipedia.org/wiki/Likert_scale#cite_note-7


from the use of 10 levels, and this difference was statistically significant. In terms of the

other data characteristics, there was very little difference among the scale formats in

terms of variation about the mean, skewness or kurtosis.

The format of a typical five-level Likert item, for example, could be:

1. Strongly disagree

2. Disagree

3. Neither agree nor disagree

4. Agree

5. Strongly agree

Likert scaling is a bipolar scaling method, measuring either positive or negative response

to a statement. Sometimes an even-point scale is used, where the middle option of

"Neither agree nor disagree" is not available. This is sometimes called a "forced choice"

method, since the neutral option is removed. The neutral option can be seen as an easy

option to take when a respondent is unsure, and so whether it is a true neutral option is

questionable. A 1987 study found negligible differences between the use of "undecided"

and "neutral" as the middle option in a 5-point Likert scale.

Likert scales may be subject to distortion from several causes. Respondents may avoid

using extreme response categories (central tendency bias); agree with statements as

presented (acquiescence bias); or try to portray themselves or their organization in a more

favourable light (social desirability bias). Designing a scale with balanced keying (an

equal number of positive and negative statements) can obviate the problem of

acquiescence bias, since acquiescence on positively keyed items will balance

acquiescence on negatively keyed items, but central tendency and social desirability are

somewhat more problematic.

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CHAPTER-3

ANALYSIS OF DATA

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3.2.1 Demographics of Survey

3.2.1.1 Gender of Respondents

Table 3.2.1

GENDERNUMBER OF

RESPONDENTSPERCENTAGE

Male 43 42

Female 59 58

TOTAL 102 100

Graph 3.2.1

Interpretation:

The above graph shows that total number of respondents who participated in the

survey are 102. Out of which 43 respondents i.e. 42% are male and 58 respondents i.e.

59% are female. We can say that more percentage of females do Involve in soap purchase

compared to males.

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1.2.1.1 Age of Respondents

Table 3.2.2

AGE IN YEARSNUMBER OF

RESPONDENTS

PERCENTAGE

10-20 5 5

20-30 57 56

30-40 23 22

>40 17 17

TOTAL 102 100

Graph 3.2.2

Interpretation:

In the survey conducted, age of respondents who were between 10 Years and 20

Years are 5%. Those who are between 20 Years and 30 Years of age are 56%, Those who

are between 30 Years and 40 Years of age are 22% and the respondents who are more

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than 40 Years of age are 17%. From this it can observe that most of the respondents are in

age group of 20-30 Years.

Occupation of Respondents

Table

OCCUPATION NUMBER OF RESPONDENTS PERCENTAGE

Student 28 27

Employed 45 44

Businessman 21 21

Retired Person 8 8

TOTAL 102 100

Graph

Interpretation:

There are two groups which contribute major proportion in the soap market namely

student & employees. students (contributing 27%) focus on an economic , innovative

range of soap. while the employees(contributing 44%) focus on quality yet moderately

expensive range of soap. Retired class contribute very little (8%)in the soap market while

biusiness people (contribute 21%), next to retired people in soap purchase. hence focus

Page 35


should be on producing a range of economic soap for students and high quality luxury

soap that could suit the corporate people.

Monthly household income of Respondents

Table

HOUSEHOLD INCOME

(PER MONTH)

NUMBER OF


<10,000 11 11

10,000-20,000 15 15

20,000-30,000 23 22

>30,000 53 52

TOTAL 102 100

Interpretation:

The people having household income less than 10,000 constitute least (11%) followed

by people of income group 10,000-20,000 (constitute 15%) & people of income group

20,000-30,000 (constitute 22%). while the people earning >30,000 constitute most (52%)

of the research .

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Marital status of Respondents

MARITAL STATUSNUMBER OF


Single 68 67

Married 34 33

TOTAL 102 100

Interpretation:

From the survey , it is seen that only 33% of the people who contribute to the soap

purchasing market are married while the unmarried population forms the major part of

the market (67%). Thus, we need to target the youth that is unmarried. New attractive

range of soap must be introduced so as to grab the purchasing intention of the youth

customer.

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Family type of Respondents

FAMILY TYPE NUMBER OF RESPONDENTS PERCENTAGE

Joint 39 38

Nuclear 63 62

TOTAL 102 100

Interpretation :

It is seen that only 38% of the people who contribute to the soap purchasing market

belong to joint family, while the nuclear family of the population forms the major part of

the market (62%). Thus, we need to target the individual belonging to nuclear family

with a more persuasive approach.

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How many members are there in your family?

Interpretation :

From the analysis ,it is seen that individuals with family size 0-2 forms the minor part of

the market contribute to only 3% of soap purchasing market, followed by individuals

with family size > 8 ( form 13% of soap purchasing market) & individuals with family

size 4- 8 ( form 39% of soap purchasing market), while the individuals with family size

2-4 forms the major part of the market (45%). Thus, we need to target the individuals

with family size 2-4 & 4-8 respectively, mainly to increase the market share.

Which is your most favourite Soap brand?

BRAND NUMBER OF RESPONDENTS PERCENTAGE

Lux 10 10

Dove 21 20

Pears 28 27

Fairglow 16 16

Godrej No.1 9 9

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NUMBER OF

MEMBERS

NUMBER OF RESPONDENTS PERCENTAGE

0-2 3 3

2-4 46 45

4-8 40 39

> 8 13 13

TOTAL 102 100


Cinthol 15 15

Other 3 3%

TOTAL 102 100

Interpretation

From the analysis, it is seen that

(i) Lux (covers 10% of total market share of soap)

Dove (covers 20% of total market share of soap) &

Pears (covers 27% of total market share of soap) .

W

h ich

together lead the HUL LTD to cover 58% of total market share of soap.

(ii) Fairglow (covers 16% of total market share of soap)

Godrej No.1 (covers 9% of total market share of soap) &

Cinthol (covers 15% of total market share of soap) .

Which together lead the GODREJ LTD to cover 35% of total market share of soap.

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(iii) While other brands cover the 3% of the market share of soap segment.

How much do you spend for one soap?

PRICE RANGE NUMBER OF RESPONDENTS PERCENTAGE

10-20 1 1

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20-30 12 12

30-40 31 30

40-50 58 57

TOTAL 102 100

Interpretation:

Major segment of individuals (57%) prefer to purchase the soap’s of price range40-50,

followed by individuals who prefer the soap’s of price range 30-40 (30%), while soap’s

of price range 20-30 are less preffered (12%) & soap’s of price range 10-20 are least

preffered (1%).

Thus various soap in the price range of 30-50 with major emphasis on soaps of

price range 40-50 could be targeted to further enhance the market share and cater a huge

segment of population.

What size of soap you generally buy?

SIZE NUMBER OF RESPONDENTS PERCENTAGE

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Small 4 4

Standard 87 85

Large 11 11

TOTAL 102 100

Interpretation:

From the survey, it is seen that maximum proportion (85%)of individuals prefer to buy

standard size soap’s , while large size soap’s are less preferred( only 11% of individuals

prefer to have it) & small size soap’s are least preffered ( only 4% individual prefer it).

Thus, we need to mainly target the individuals with preference to standard size of

soap’s,thus more products in standard size can be launched to increase the market share.

Why do you prefer this product over the other products?

FEATURE NUMBER OF RESPONDENTS PERCENTAGE

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better for my skin 53 52

convenient to use 8 8

long lasting 17 17

leaves a nice fragrance 23 22

Other 1 1

TOTAL 102 100

Interpretation:

Major proportion of the customers prefers their product because they believe that the

product is better for their skin (which contributes to 52%), followed by the physical

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characteristics such as leaves a nice fragrance after use, long lasting, convenient to use

and other factors which contribute 23%, 17%, 8% & 1% respectively.

Do you frequently shift from one brand of soap to another?

SHIFT NUMBER OF RESPONDENTS PERCENTAGE

YES 16 16

NO 86 84

TOTAL 102 100

Interpretation

From the analysis ,it is seen that a major proportion (84%)of individuals are brand loyal ,

who do not shift from one brand to other frequently .while only a minor proportion which

constotutes 16% of individuals are less brand loyal & readilly shift from one brand to the

other depending upon their preference & convenience. Thus, we need to target these

individuals by providing them a more vivid range of upgraded variants of existing

Page 45


products , as once they become our permanent customer they lifelong contribute to the

revenue.

While the other 16% can be targeted by providing more innovative products to cater their

needs, thus increasing the market share of organization.

If yes then, how often do you think you replace your soap brand in last 6 months?

NUMBER OF TIMES SHIFTED NUMBER OF

RESPONDENTS

PERCENTAGE

Once 15 52

Twice 10 34

many times 4 14

TOTAL 102 100

Interpretation:

Page 46


From the analysis , it is found that only a minor percentage of people (4%) more readily

shift from one to another brand , so targeting particularly this class of individuals will not

be nor a wise choice nor economically beneficial, while major proportion only shifts

(from one brand to another) either once or twice , who contribute to 15% & 10%

respectively. So proper strategies could be develop to retain these customers.

Please indicate your monthly Household Expenditure on soap?

MONTHLY HOUSEHOLD

EXPENSE ON SOAP

NUMBER OF RESPONDENTS PERCENTAGE

0-100 10 10

100-200 17 17

200-400 36 35

more than 400 39 38

TOTAL 102 100

Interpretation:

Page 47


Monthly expenditure of the majority of the individuals (38%) on soap purchase is

more than Rs 400, followed by those who spend Rs 200-400 (contributing 35%), while

those with monthly expenditure on soap ranging from Rs 0-100 & Rs 100-200 is found to

be 10% & 17% respectively.

Thinking about the advertisements that you might have seen in the Newspaper

recently for soap, please recall the first name that comes to your mind?


Lux 13 13

Dove 21 20

Pears 31 30

Fairglow 14 14

Godrej No.1 10 10

Cinthol 12 12

Other 1 1

TOTAL 102 100

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Interpretation

From the analysis it is seen that HUL LTD. Carries out an extensive promotion through

the newspaper to reach the target the audience, covering approximately 64% of the target

market, with maximum advertising for its brand Pears(30%), followed by Dove(20%) &

Lux (13%) respectively.

While the GODREJ LTD. Is able to cover 36% of the target audience by

promotion through newspaper, with maximum advertising for its brand Fairglow (14%),

followed by Cinthol (12%) & Godrej No.1 (10%) respectively& other brands

constitute1%.

Thinking about the advertisements that you might have seen on the television recently for soap,

please recall the first name that comes to your mind?

BRAND FREQUENCY PERCENTAGE

Lux 12 12

Dove 25 24

Pears 30 29

Fairglow 11 11

Godrej No.1 12 12

Cinthol 11 11

Other 1 1

TOTAL 102 100

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Interpretation


the Television to reach the target the audience , covering approximately 67% of the target

market, with maximum advertising for its brand Pears(29%), followed by Dove(24%) &

Lux (12%) respectively. While the GODREJ LTD. Is able to cover 32% of the target

audience by promotion through Television, with maximum advertising for its brand

Godrej No.1 (12%), followed by Fairglow & Cinthol (11% each) & other brands

constitute1%.

Thinking about the advertisements that you might have seen in Cinema recently for soap,

please recall the first name that comes to your mind?


Lux 16 16

Dove 26 25

Pears 25 24

Fairglow 12 12

Godrej No.1 11 11

Cinthol 10 10

Other 2 2

TOTAL 102 100

Page 50


Interpretation:


the cinema to reach the target the audience , covering approximately 66% of the target

market, with maximum advertising for its brand Dove (25%) & Pears (24% ), followed by

Lux (16%) respectively.While the GODREJ LTD. Is able to cover 33% of the target

audience by promotion through cinema, with maximum advertising for its brand Fairglow

(12%), followed by Godrej No.1 (11%), & Cinthol (10% ) & other brands constitute 2%.

Thinking about the advertisements that you might have Heard on Radio recently for soap, please

recall the first name that comes to your mind?


Lux 15 15

Dove 19 18

Pears 29 28

Fairglow 15 15

Godrej No.1 10 10

Cinthol 13 13

Other 1 1

TOTAL 102 100

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Interpretation:


the radio to reach the target the audience , covering approximately 62% of the target

market, with maximum advertising for its brand Pears (28%) followed Dove(18% ) &

Lux (15%) respectively.


promotion through radio, with maximum advertising for its brand Fairglow (15%),

followed by Cinthol (13% ) &Godrej No.1 (10%) & other brand constitute 1%.

Thinking about the advertisements that you might have seen on the Hoardings recently

for soap, please recall the first name that comes to your mind?


Lux 15 15

Dove 21 20

Pears 25 24

Fairglow 16 16

Godrej No.1 13 13

Cinthol 11 11

Other 1 1

TOTAL 102 100

Page 52


Interpretation:


outdoor advertising (hoardings) to reach the target the audience , covering approximately

61% of the target market, with maximum advertising for its brand Pears (24%) followed

Dove(20% ) & Lux (15%) respectively.


promotion through outdoor advertising (hoardings), with maximum advertising for its

brand Fairglow (16%), followed by Godrej No.1 (13%) & Cinthol (11% ) & other brand

constitute 1%.

ATTRIBUTE NUMBER OF

RESPONDENTS

PERCENTAGE

price (a special temporary discount) 49 48

packaging 27 26

recommendation by others 50 49

innovation 46 45

Other 0 0

What would convince you to try a new brand?

Page 53


Interpretation:

From the analysis ,it is seen that major proportion (49%) of the individuals prefer to go

for only those products which are recommended by his family members, peers &

colleagues, followed by price (a special temporary discount) & innovative product

contributing to 48% & 45% respectively . while the packaging factor has a less impelling

effect (26%) on convincing the individuals to try a new brand/product.

Fragrance [Please tell how much Important are the following attribute while Using the

Soap.]

ATTRIBUTE FREQUENCY PERCENTAGE

Not at all important 3 3%

Some what unimportant 12 12%

Neutral 7 7%

Important 59 58%

Very Important 21 21%

Page 54


Interpretation:

From the analysis ,it is seen that for major proportion (79%) of the individuals fragrance

is an important factor which has its effect on the buying behaviour & 7% of the

individuals are neutral while for 15% of the individuals fragrance does not effect their

buying behaviour & has a less impelling effect on satisfaction level of the individuals.

Colour [Please tell how much Important are the following attribute while Using the Soap.]




Neutral 14 14%

Important 25 25%


Page 55


Interpretation:

From the analysis ,it is seen that for major proportion (50%) of the individuals colour of

the soap is not an important factor which has its effect on the buying behaviour of soap &

for 14% of the individuals are neutral, while for 38% of the individuals colour has

significant effect on their buying behaviour .

Lather [Please tell how much Important are the following attribute while Using the Soap.]




Neutral 19 19%

Important 45 44%


Page 56


Interpretation:

From the analysis ,it is seen that for major proportion (57%) of the individuals Lather

forming property of soap is an important factor which has its effect on the buying

behaviour & 19% of the individuals are neutral while for 25% of the individuals Lather

forming property of soap does not effect their buying behaviour & has a less impelling

effect on satisfaction level of the individuals.

Medicated value [Please tell how much Important are the following attribute while Using the

Soap .]




Neutral 13 13%

Important 63 62%


Page 57


Interpretation:

From the analysis ,it is seen that for major proportion (72%) of the individuals Medicated

value of soap is an important factor which has its effect on the buying behaviour & 13%

of the individuals are neutral, while for 16% of the individuals Medicated value of soap

does not effect their buying behaviour & has a less impelling effect on satisfaction level

of the individuals.

Moisturising : [Please tell how much Important are the following attribute while Using the Soap.]




Neutral 11 11%

Important 56 55%


Page 58


Interpretation:

From the analysis ,it is seen that for major proportion (77%) of the individuals

Moisturising property of soap is an important factor which has its effect on the buying

behaviour & 11% of the individuals are neutral, while for 13% of the individuals

Moisturising property of soap does not effect their buying behaviour & has a less

impelling effect on satisfaction level of the individuals.

Design/shape [Please tell how much Important are the following attribute while Using the Soap

(Kindly tick the respective cell).]




Neutral 20 20%

Important 27 26%

Very Important 6 6%

Page 59


Interpretation:

From the analysis ,it is seen that for major proportion (48%) of the individuals

design/shape of a soap is not an important factor thus does not effect their buying

behaviour & 20% of the individuals are neutral, while for 32% of the individuals

design/shape of a soap effect their buying behaviour & has a impelling effect on

satisfaction level of those individuals.

Packaging [Please tell how much Important are the following attribute while Using the Soap.]




Neutral 22 22%

Important 32 31%

Very Important 4 4%

Page 60


Interpretation

From the analysis ,it is seen that for major proportion (44%) of the individuals packaging

of a soap is not an important factor thus does not effect their buying behaviour & 22% of

the individuals are neutral, while for 35% of the individuals packaging of a soap effect

their buying behaviour & has a impelling effect on satisfaction level of those

individuals.

Celebrity tags play an important role in my purchase decisions. [Rate the following based upon

your preferences]


Strongly Disagree 22 22%

Disagree 32 31%

Neutral 20 20%

Agree 24 24%

Strongly Agree 4 4%

Page 61


Interpretation:

From the analysis ,it is seen that for major proportion (53%) of the individuals celebrity

tag with a brand of soap is not an important factor which effect their buying behaviour &

20% of the individuals are neutral, while for 28% of the individuals celebrity tag with a

brand of soap is an important factor which effect their buying behaviour & has a

impelling effect on satisfaction level of those individuals.

I generally consider my friends’ opinions when I buy a new product. [Rate the following

based upon your preferences, on a scale of 1 to 5.]



Disagree 15 15%

Neutral 25 25%

Agree 51 50%

Strongly Agree 3 3%

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Interpretation:

From the analysis ,it is seen that for major proportion (53%) of the individuals friends

opinion about a soap is an important factor which effect their buying behaviour & 25%

of the individuals are neutral, while for 23% of the individuals friends opinion about a

soap is not an important factor which effect their buying behaviour & has a less

impelling effect on their purchase decisions.

The market reputation of a brand is important for me while purchasing .



Disagree 12 12%

Neutral 24 24%

Agree 54 53%

Strongly Agree 5 5%

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Interpretation:

From the analysis ,it is seen that for major proportion (58%) of the individuals market

reputation of a soap brand is an important factor which effect their buying behaviour &

24% of the individuals are neutral, while for 19% of the individuals market reputation of

a soap brand is not an important factor which effect their buying behaviour & has a less

impelling effect on their purchase decisions.

Easy availability & access effect my purchasing decision



Disagree 11 11%

Neutral 23 23%

Agree 52 51%

Strongly Agree 7 7%

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Interpretation:

From the analysis ,it is seen that for major proportion (58%) of the individuals easy

availability & access of a soap brand is an important factor which effect their buying

behaviour & 23% of the individuals are neutral, while for 20% of the individuals easy

availability & access of a soap brand is not an important factor which effect their buying

behaviour & has a less impelling effect on their purchase decisions.

Attitude of the sales personnel matters while making a purchase



Disagree 14 14%

Neutral 20 20%

Agree 50 49%

Strongly Agree 7 7%

Page 65


Interpretation:

From the analysis ,it is seen that for major proportion (56%) of the individuals attitude of

the sales personnel is an important factor which effect their buying behaviour & 20% of

the individuals are neutral, while for 25% of the individuals attitude of the sales personnel

is not an important factor which effect their buying behaviour & has a less impelling

effect on their purchase decisions.

Availability in Retail Store is an important factor while purchasing the product



Disagree 10 10%

Neutral 23 23%

Agree 48 47%

Strongly Agree 11 11%

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Interpretation:

From the analysis ,it is seen that for major proportion (58%) of the individuals availability

in the retail store is an important factor which effect their buying behaviour & 20% of the

individuals are neutral, while for 20% of the individuals availability in the retail store is

not an important factor which effect their buying behaviour & has a less impelling effect

on their purchase decisions.

Price [Rate the Soap Brand that you use on a scale of 1 to 5]


Very dissatisfied 3 3%

dissatisfied 4 4%

Neutral 13 13%

satisfied 74 73%

Very satisfied 8 8%

Interpretation:

Page 67


From the analysis ,it is seen that for major proportion (81%) of the individuals are

satisfied with the price at which product is offered in the market & 13% of the individuals

are neutral, while for 7% of the individuals are dissatisfied with the price at which

product is offered to them in the market which effect their buying behaviour & has a

significant impelling effect on their purchase decisions.

Packaging [Rate the Soap Brand that you use on a scale of 1 to 5, based on the following

parameters :]



dissatisfied 14 14%

Neutral 25 25%

satisfied 59 58%

Very satisfied 3 3%

Interpretation:


satisfied with the packaging of the product they are using & 25% of the individuals are

neutral, while for 15% of the individuals are dissatisfied with the packaging of the

product they are using thus proper measures must be taken by companies to ensure well

packaging of products which effect the buying behaviour & has a significant impelling

effect on their

purchase decisions

made by the

customers.

Page 68


Information content on wrapper [Rate the Soap Brand that you use on a scale of 1 to 5 ]



dissatisfied 12 12%

Neutral 20 20%

satisfied 59 58%

Very satisfied 7 7%

Interpretation


satisfied with the information content on the wrapper/ packaging of the brand they are

using & 20% of the individuals are neutral, while for 16% of the individuals are

dissatisfied with the information content on the wrapper/ packaging of the brand they are

using , which effect their buying behaviour & has a significant impelling effect on their

purchase decisions.

Availability of different Variants [Rate the Soap Brand that you use on a scale of 1 to 5]

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dissatisfied 6 6%

Neutral 13 13%

satisfied 61 60%

Very satisfied 15 15%

Interpretation:


satisfied with the availability of different variants in the brand they are using & 13% of

the individuals are neutral, while for 13% of the individuals are dissatisfied with the

availability of different variants in the brand they are using , which effect their buying

behaviour & has a significant impelling effect on their purchase decisions.

Advertisement in retail outlet [Rate the Soap Brand that you use on a scale of 1 to 5 ]

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dissatisfied 15 15%

Neutral 23 23%

satisfied 49 48%

Very satisfied 11 11%

Interpretation


satisfied with the extent of advertising of their brand in retail outlet & 23% of the

individuals are neutral, while for 19% of the individuals are dissatisfied with the extent of

advertising of their brand in retail outlet.

Offers and gifts [Rate the Soap Brand that you use on a scale of 1 to 5 ]

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Very dissatisfied 3 3

dissatisfied 12 12

Neutral 12 12

satisfied 65 64

Very satisfied 10 10

Interpretation:


satisfied with the gifts & offers in their brand segment & 12% of the individuals are

neutral, while for 15% of the individuals are dissatisfied with the availability of different

gifts & offers in their brand segment , which effect their buying behaviour & has a

significant impelling effect on their purchase decisions.

Will you Recommend to any person [Rate the Soap Brand that you use on a scale of 1 to 5 ]

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dissatisfied 1 1

Neutral 20 20

satisfied 63 62


Interpretation:


satisfied with the brand they are using and prefer to recommend the same product to

others( family members ,colleagues, peersetc) & 20% of the individuals are neutral, while

only 2% of the individuals are dissatisfied with the brand they are using and prefer not to

recommend the same product to others.

Overall rating [Rate the Soap Brand that you use on a scale of 1 to 5 ]



dissatisfied 5 5

Neutral 11 11

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satisfied 60 59


Interpretation:


satisfied with the each and every aspect of the brand they are using & 11% of the

individuals are neutral, while only 5% of the individuals are totally dissatisfied with their

brand , which effect their buying behaviour & has a significant impelling effect on their

purchase decisions most probably these 5% Are sooner or latter going to shift to the other

brand.

CHAPTER 4

OBSERVATIONS

OBJECTIVES OF STUDY

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Comparative study of HUL & Godrej in respect of Price, Promotion and consumer

demands.

Chapter 3 of this report demonstrates the comparative study done between HUL and

GODREJ. The study is done by performing chi-square analysis on the primary data

obtained from the questionnaire presented to 102 respondents.

To study the various marketing strategies adopted by HUL & GODREJ to attract

maximum customers.

Chapter 1 of this report demonstrates descriptive study of various marketing strategies

adopted by HUL & GODREJ to attract maximum customers.

To identify various factors which lead to higher customer satisfaction in soap

segment.

Chapter 3 of this report demonstrates how the results obtained after the analysis is

used for identifying the various factors that effect the customer satisfaction & buying

behaviour. This type of Analysis helps in the decision making process of the marketer and

helps to answer the question “How to delight the customer? ”.


Type of study done in order to complete the project is descriptive cum analytical

study. Research Design is based on analytical research; on the other hand, facts or

information collected through primary research. Survey of 102 respondentss are done to

collect relevant information through questionnaire. The data collected is analyzed by

using MS-EXCEL. In the process of analysis chi-square test and regression analysis are

used. Convenience Sampling method is used to sample primary data .

THE CHI-SQUARE TEST

Introduction:

The chi-square test is a statistical test that can be used to determine whether observed

frequencies are significantly different from expected frequencies. For example, after we

calculated expected frequencies for different. As in other statistical tests, we begin by

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stating a null hypothesis (H0: there is no significant difference between observed and

expected frequencies) and an alternative hypothesis (H1: there is a significant difference).

Based on the outcome of the chi-square test we will either reject or fail to reject the null

hypothesis. A chi-square test, also referred to as test (infrequently as the chi-squared

test), is any statistical hypothesis test in which the sampling distribution of the test

statistic is a chi-square distribution when the null hypothesis is true. Also considered a

chi-square test is a test in which this is asymptotically true, meaning that the sampling

distribution (if the null hypothesis is true) can be made to approximate a chi-square

distribution as closely as desired by making the sample size large enough. The chi-square

(I) test is used to determine whether there is a significant difference between the expected

frequencies and the observed frequencies in one or more categories. Does the number of

individuals or objects that fall in each category differ significantly from the number you

would expect? Is this difference between the expected and observed due to sampling

When to Use the Chi-Square Goodness of Fit Test

The chi-square goodness of fit test is appropriate when the following conditions are met:

The sampling method is simple random sampling.

The population is at least 10 times as large as the sample.

The variable under study is categorical.

The expected value of the number of sample observations in each level of the

variable is at least 5.

State the Hypotheses

Every hypothesis test requires the analyst to state a null hypothesis and an alternative

hypothesis. The hypotheses are stated in such a way that they are mutually exclusive.

That is, if one is true, the other must be false; and vice versa.

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For a chi-square goodness of fit test, the hypotheses take the following form.

H0: The data are consistent with a specified distribution.

Ha: The data are not consistent with a specified distribution.

Typically, the null hypothesis specifies the proportion of observations at each level of the

categorical variable. The alternative hypothesis is that at least one of the specified

proportions is not true.

Formulate an Analysis Plan

The analysis plan describes how to use sample data to accept or reject the null hypothesis.

The plan should specify the following elements.

Significance level. Often, researchers choose significance levels equal to 0.01,

0.05, or 0.10; but any value between 0 and 1 can be used.

Test method. Use the chi-square goodness of fit test to determine whether

observed sample frequencies differ significantly from expected frequencies

specified in the null hypothesis. The chi-square goodness of fit test is described in

the next section, and demonstrated in the sample problem at the end of this lesson.

Analyze Sample Data

Using sample data, find the degrees of freedom, expected frequency counts, test statistic,

and the P-value associated with the test statistic.

Degrees of freedom. The degrees of freedom (DF) is equal to the number of levels

(k) of the categorical variable minus 1: DF = k - 1 .

Expected frequency counts. The expected frequency counts at each level of the

categorical variable are equal to the sample size times the hypothesized proportion

from the null hypothesis

Ei = npi

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whereEi is the expected frequency count for the ith level of the categorical variable, n is

the total sample size, and pi is the hypothesized proportion of observations in level i.

Test statistic. The test statistic is a chi-square random variable (Χ2) defined by the

following equation.

Where:

is the value for chi square.

is the sum.

O is the observed frequency

E is the expected frequency.

P-value. The P-value is the probability of observing a sample statistic as extreme

as the test statistic. Since the test statistic is a chi-square, use the Chi-Square

Distribution Calculator to assess the probability associated with the test statistic.

Use the degrees of freedom computed above.

Interpret Results

If the sample findings are unlikely, given the null hypothesis, the researcher rejects the

null hypothesis. Typically, this involves comparing the P-value to the significance level,

and rejecting the null hypothesis when the P-value is less than the significance level.

Chi-Square Analysis for Age and Choice of Brand

Null hypothesis (H0):There is no significant relationship between age and choice of

brand.

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Alternate hypothesis(H1):There is a close significant relationship between age and

choice of brand.

OBSERVED FREQUENCY TABLE

Age group HUL GODREJ Total

10-20 4 1 5

20-30 35 22 57

30-40 12 11 23

>40 9 8 17

Total 60 42 102

EXPECTED FREQUENCY TABLE

Age group HUL GODREJ Total

10-20 2.941176471 2.0588 5

20-30 33.52941176 23.471 57

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30-40 13.52941176 9.4706 23

>40 10 7 17

Total 60 42 102

FACTOR LEVEL OF

SIGNIFICANCE

P-VALUE REMARKS

Age vs Choice of 0.10 0.627 Null hypothesis

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brand cannot be

rejected

INTERPRETATION:

From the above observed and expected values the p value comes out to be 0.627which is

greater than the significance value of 0.10, so the null hypothesis can not be rejected .

Since p-value is greater than the level of significance ,hence null hypothesis cannot be

rejectected.Even at 10 percent level of significance the probability of rejecting the null

hypothesis is very less.

CONCLUSION:

Our acceptance of null hypothesis allows us to conclude that age does not impacts the

choice of brand .

Chi-Square Analysis for Gender and Choice of Brand

Null hypothesis(H0):There is no significant relationship between gender and choice of

brand.

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Alternate hypothesis(H1):There is a close significant relationship between gender and

choice of brand.


Gender HUL GODREJ Total

MALE 20 23 43

FEMALE 40 19 59

Total 60 42 102


Gender HUL GODREJ Total

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MALE 25.29411765 17.70588 43

FEMALE 34.70588235 24.29412 59

Total 60 42 102

FACTOR LEVEL OF P-VALUE REMARKS

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SIGNIFICANCE

Gender vs Choice

of brand

0.10 0.031012 Null hypothesis

can be rejected

INTERPRETATION:

From the above observed and expected values the p value comes out to be 0.031012

which is less than the significance value of 0.10, so the null hypothesis can be rejected .

Since p-value is greater than the level of significance ,hence null hypothesis is

rejectected.

CONCLUSION:

Our acceptance of alternate hypothesis allows us to conclude that gender impacts the

choice of brand .

Chi-Square Analysis for Income and Choice of Brand

Null hypothesis(H0):There is no significant relationship between income and choice of

brand.

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Alternate hypothesis(H1):There is a close significant relationship between income and

choice of brand.


Income Range HUL GODREJ Total

<10,000 6 5 11

10,000-20,000 10 5 15

20,000-30,000 9 14 23

>30,000 34 19 53

Total 59 43 102


Income Range HUL GODREJ Total

<10,000 6.362745098 4.637254902 11

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10,000-20,000 8.676470588 6.323529412 15

20,000-30,000 13.30392157 9.696078431 23

>30,000 30.65686275 22.34313725 53

Total 59 43 102

FACTOR LEVEL OF

SIGNIFICANCE

P-VALUE REMARKS

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Income vs Choice

of brand


cannot be

rejected

INTERPRETATION:


which is greater than the significance value of 0.10, so the null hypothesis can not be

rejected . Since p-value is greater than the level of significance ,hence null hypothesis

cannot be rejectected.Even at 10 percent level of significance the probability of rejecting

the null hypothesis is very less.

CONCLUSION:

Our acceptance of null hypothesis allows us to conclude that income does not impacts the

choice of brand .

Chi-Square Analysis for Age and Choice of Brand

Null hypothesis(H0):There is no significant relationship between Price and choice of

brand.

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Alternate hypothesis(H1):There is a close significant relationship between Price and

choice of brand.


Price Range HUL GODREJ Total

10-20 1 0 1

20-30 8 4 12

30-40 13 18 31

40-50 38 20 58

Total 60 42 102


Price Range HUL GODREJ Total

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10-20 0.588235294 0.411765 1

20-30 7.058823529 4.941176 12

30-40 18.23529412 12.76471 31

40-50 34.11764706 23.88235 58

Total 60 42 102

FACTOR LEVEL OF

SIGNIFICANCE

P-VALUE REMARKS

Price vs Choice of

brand


cannot be

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rejected

INTERPRETATION:


which is greater than the significance value of 0.10, so the null hypothesis can not be

rejected . Since p-value is greater than the level of significance ,hence null hypothesis

cannot be rejectected.Even at 10 percent level of significance the probability of rejecting

the null hypothesis is very less.

CONCLUSION:

Our acceptance of null hypothesis allows us to conclude that Price of soap does not

impacts the choice of brand .

Result of Chi-Square Analysis:

1. Age does not impact the choice of brand.

2. Gender impacts the choice of brand.

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3. Income does not impact the choice of brand.

4. Price of soap does not impact the choice of brand.

Research hypothesis:

H0: The variables have no significant effect on customer satisfaction.

H1: The variables have significant effect on customer satisfaction.

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The statistical technique used here is multiple regression.

Multiple regression is an extension of simple linear regression. It is used when we want

to predict the value of a variable based on the value of two or more other variables. The

variable we want to predict is called the dependent variable

In simple words it is a statistical technique that predicts values of one variable on the

basis of two or more other variables.

Considerations in using multiple regression:

1. The units observed should be a random sample from some well defined

population.

2. The dependent variable should be measured on an interval, continuous scale.

3. The independent variables should be measured on interval scales.

4. The distributions of all the variables should be normal.

5. The relationships between the dependent variable and the independent variable

should be linear.

6. The independent variables can be correlated, there must be no perfect correlations

among them, a situation called multicollinearity.

7. There must be no interactions between independent variables.

Significance of multiple regression :

In the multiple regression first we have to check the significance of R^2 and p-value and

then the beta analysis through the given independent variables. The p value should be less

than 5% and the R^2 should be greater than zero. From this we will get to know that

which variables are significant on the dependent variable and which are not significant.

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Excluded Variablesc

Model Beta In t Sig. Partial Correlation

Collinearity Statistics

Tolerance VIF

Minimum

Tolerance

1 P1 .271a 2.963 .004 .285 .876 1.142 .876

P2 .185a 1.960 .053 .193 .857 1.167 .857

P4 .187a 2.068 .041 .203 .931 1.074 .931

P5 .124a 1.160 .249 .116 .687 1.455 .687

2 P2 .117b 1.223 .224 .123 .788 1.268 .788

P4 .142b 1.586 .116 .158 .897 1.115 .844

P5 .053b .492 .624 .050 .646 1.547 .646

a. Predictors in the Model: (Constant), P3

b. Predictors in the Model: (Constant), P3, P1

c. Dependent Variable: P6

Where, P1=Price

P2= Packaging

P3=Advertisement in retail outlet

P4= Celebrity tag

P5=Attitude of sales personnel

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Model Summaryc

Model R R Square Adjusted R Square

Std. Error of the

Estimate

1 .462a .213 .205 .66827

2 .527b .277 .263 .64371

a. Predictors: (Constant), P3

b. Predictors: (Constant), P3, P1



ANOVAc

Model Sum of Squares df Mean Square F Sig.

1 Regression 12.096 1 12.096 27.085 .000a

Residual 44.659 100 .447

Total 56.755 101

2 Regression 15.734 2 7.867 18.986 .000b

Residual 41.021 99 .414

Total 56.755 101

a. Predictors: (Constant), P3

b. Predictors: (Constant), P3, P1


1) VALIDITY OF MODEL - I

Value of R2=21.3%

21.3% of the variance of dependent variable i.e overall satisfaction is explained by the independent variable (price, packaging, celebrity tag, attitude of sales personnel )altogether.

H0 :R2 = 0

H1: R2 ≠ 0

TESTING FOR STATISTICAL SIGNIFICANCE OF R 2

Value of F-stat = 27.085 and for this F-stat value

P-value = 0.000

Since the probable value is less than 5%

So Reject , H0 ( NULL HYPOTHESIS)

& Accept H1( ALTERNATE HYPOTHESIS)

Hence we conclude that,

R2 ≠ 0

Hence R2 =21.3 % is SIGNIFICANT.

2) VALIDITY OF MODEL - II

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Value of R2=27.7%

27.7% of the variance of dependent variable i.e overall satisfaction is explained by the independent variable (packaging, celebrity tag, attitude of sales personnel )altogether.

H0 :R2 = 0

H1: R2 ≠ 0

TESTING FOR STATISTICAL SIGNIFICANCE OF R 2

Value of F-stat = 18.986 and for this F-stat value

P-value = 0.000

Since the probable value is less than 5%

So Reject , H0 ( NULL HYPOTHESIS)

&Accept H1( ALTERNATE HYPOTHESIS)

Hence we conclude that,

R2 ≠ 0

Hence R2 =27.7 % is SIGNIFICANT.

CHAPTER 5

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SUMMARY, FINDINGS AND SUGGETIONS

5.1 FINDINGS

The following facts are concluded from the primary data analysis :

Respondents are mostly service people and students who have help to conduct

this study. Also some business people and some house wives have helped by

giving their responses by their valuable opinion about the soap brands.

Considering age group, the population of age group belongs to 20 to 30 years age

(which alone constitutes 56%) are more responsive in this regard and most helpful

in deciding consumer preferences towards the soap brands.

The population of income group more than 30,000 are more responsive in regards

to data collection.

Maximum no of the respondent under study are single (67%), while married

constitutes 33%.

Maximum percentage of population live in nuclear family (62%).

It has been observed that out of 102 respondent all use soap i.e. 100% of the

population uses soap.

The size of the family of respondents varied from 2to 8 with maximum

percentage of respondents having family size of 2to 4.

More no. of population are the user of HUL , covering 58% of total market share

of soap while those using GODREJ soap correspond to 35% of market share

among the 102 respondents.

Respondent use HUL and GODREJ as their own choice.

Maximum number of respondents (57%) paid a price of Rs. 40-50 for a soap.

Respondents are used to change their soap very rare. i.e there is brand loyalty.

Respondent are prefer to purchase standard sizes for their uses.

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Respondents prefer the soap which is better for their skin.

Monthly Household expenditure on soap for the maximum respondents was

greater than Rs. 400

HUL promotes its products extensively through mass media such as newspaper,

television, radio & through outdoor advertising (billboards and hoardings)

Recommendations from friends and price(a special temporary discount) &

innovation are major reasons why customers try a new brand.

Respondents are poses neutral position as per as low price is concerned in this

regards.

Maximum number of the respondent are strongly agreed with the quality factor of

various brands of HUL and GODREJ.

Respondent are very much conscious about the benefit factor of HUL and

GODREJ soaps.

Throughout this study most no of the respondent considered advertisement are the

one of the important factor for choosing these two brands.

Foaming, moisturising, long lasting attributes are important for the customers.

Considering the celebrity endorsement the respondents are disagree with fact that

celebrity tag affects their buying behaviour..

For the respondents availability of soap brands also plays an important role as per

the study.

From the study it has been found that most of the respondents use to buy their

soap from retail stores.

Respondents are very much satisfied with both the brands.

SUGGESTIONS

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On the basis of my studies I want to suggest that Godrej has to make out the more product

varieties in accordance to the different product segmentations same as HUL did to grasp

the market share because any company stands in the competitive market should have lot

of varieties of products to overtake the entire market. The GODREJ has to check out its

pricing strategy as the price structure of HUL is quite competitive than GODREJ. The

sales and promotional activities of HUL is very effective than other competitive

companies. The HUL invest more money on advertisement and it also emphasize on the

dealer network distribution with the help of there talented marketing executives.

Therefore, I suggest to other related companies that they should emphasis on there sales

and promotional activities and should make there proper marketing strategy. Last but not

least the channel of distribution, packaging, segmentation and moreover only after the

proper marketing research they should launch their new products in the market to grasp

the entire market and increase their market shares.

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Page 98


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Page 99


CONCLUSION

The study on comparative study of the marketing strategies of HUL and GODREJ – soap segment in Indian FMCG market was conducted basically based on Bangalore city. Duration of study was almost 4 months. During this duration the data being collected from different sources and also from the people of different age their responses being collected.

From the study it can be conclude that consumer’s perception mainly depends on various factors

Price Availability Types of advertisement Product brand Product quality and their benefits

The consumers of soap are very sensitive and he is very much aware of the products.

Awareness about the product regarding the ingredients is very high in the consumers.

Influence in the purchase of the soap mainly depends on the benefit of the brand.

Attributes of a particular brand also play an important role in the purchase. Attributes like

reasonable price, fragrance, quality, & medications plays its significant role. By the

analysis we can conclude that consumers in the soap market are not much conscious

about the price but its quality plays important role.

If customers don’t get satisfied with quality then they easily switch their brand.

It has been observed from the study that maximum respondents prefer standard size soap,

which is the most frequently purchased pack.

For consumers, availability of soap is also very much important factor otherwise they use

to search for the different brands which are easily available in the market. From the study

it can be said that a majority of the consumers change their soap occasionally. These

consumers also tend to test the quality of new launches. Non availability is another factor

which to a certain extent has prompted many consumers to use more than one brand

simultaneously.

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The study says that, amongst the factors which influence the choice of a brand of soap,

Skin type also plays a very important role. While selecting a soap consumer take care to

select the soap according to their skin type. The role which Advertisements play cannot

be neglected. According to study it is found that even advertisements influence the

consumers a great deal in selecting soap while the celebrity tag does not have a

significant impact on the buying behaviour of consumer. At times someone’s reference

also helps in selecting a brand.

Now in market different soap brands are available and some herbal brands too available,

then also people are using HUL and GODREJ both brand for their quality, varieties,

problem solving capacity and brand name and most of the consumer of these two soap

brands are satisfied with these two soap brands.

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CHAPTER-6

BIBLIOGRAPHY

6.1 INTERNET

www.hul.com

www.godrej.com

www.indianmirror.com

6.2 BOOKS

Philip Kotler, Marketing Management, Tenth Edition, New Delhi, Prentice- Hall

of India Private Ltd.

S N Murthy , Business research Method, third edition;

.

6.3 NEWS

"Technical Analysis; the Complete Resource for Financial Market Technicians."

Reference & Research Book News. N.p., 1 Nov. 2006. Web. 8 Mar. 2015.

<http://www.highbeam.com/doc/1G1-153755169.html?refid=easy_hf>.

6.4 JOURNALS

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http://www.indianmirror.com/

http://www.godrej.com/

http://www.hul.com/


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Documents

Draft - Copy of marketing project